Today we’d like to introduce you to Jae Kim.
Hi Jae, so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
Jae Kim is the founder of Chi’Lantro BBQ, the Korean BBQ-inspired restaurant best known for creating The Original Kimchi Fries. He launched the business in 2010 with nothing but a dream, a food truck, and a maxed-out credit card and emptied savings account.
What started as a humble truck in Austin has grown into a fast-casual favorite with multiple locations across Austin, Houston, and San Marcos. As a Korean immigrant, Jae built Chi’Lantro from the ground up—fueling it with bold flavors, hustle, and a whole lot of heart.
You might’ve seen him on Shark Tank, but most days, he’s focused on growing the brand, supporting his team, and making every guest feel right at home. He believes great food brings people together—and that’s what drives him every day.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
I started Chi’Lantro with maxed out credit cards and an empty savings account. There was no backup plan, no investors, just an idea, energy, and a lot of faith that hard work would get me through.
In the beginning, I did everything myself on the food truck. I was the driver, the cook, the dishwasher, the cashier, and the marketer. Some days, I was so exhausted I couldn’t think straight, but I pushed through because I believed Chi’Lantro had something special to offer. Every guest, every order, every opportunity mattered.
Even as we grew and started to gain traction, that feeling of doubt never completely left me. I’ve had moments where I questioned whether I was the right person to lead this company. Doubt is quiet, but it lingers. What I’ve learned is this – the only way to silence it is to keep moving forward one step, one decision, one action at a time.
In 2020, COVID-19 hit like a storm I didn’t see coming. Overnight, our dining rooms shut down. Sales dropped 100%. The future of the team,people I deeply cared about, was on the line. I didn’t have the luxury of waiting or panicking. We had to pivot fast, double down on delivery, adapt our operations, and fight like hell to keep people employed and Chi’Lantro alive.
Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
Chi’Lantro is a Korean BBQ inspired fast casual restaurant brand that blends bold Korean flavors with a modern, accessible twist – often described as Korean BBQ meets Tex Mex. Best known for creating The Original Kimchi Fries, Chi’Lantro offers a menu featuring customizable bowls, tacos, burritos, salads, and plates using marinated Korean proteins like bulgogi beef, K-Pop Chicken, and soy glazed chicken, along with house made sauces, kimchi, and fresh toppings.
Founded in 2010 by Jae Kim, Chi’Lantro started as a single food truck in Austin, Texas, and has since grown into a multi-unit restaurant company with locations in Austin, Houston, and San Marcos. The name “Chi’Lantro” is a mashup of “kimchi” and “cilantro,” reflecting the fusion of Korean and Mexican influences.
Chi’Lantro is also known for its community focused culture, hospitality driven team, and a commitment to fresh, flavorful, and craveable food that brings people together.
Do you any memories from childhood that you can share with us?
Growing up with a single mom, there were a lot of nights when she was out working late at the restaurant as a server doing everything she could to provide for us and keep the lights on. So my sister and I would open the fridge and just figure it out.
There was almost always some leftover rice, kimchi, and a few eggs. We’d toss whatever we could find into a pan- rice, kimchi, whatever veggies or scraps were in there and stir it all together. Then we’d top it off with a fried egg. Simple, but perfect Kimchi Fried Rice.
Contact Info:
- Website: https://www.chilantrobbq.com
- Instagram: @chilantro
Image Credits
Chi’Lantro
